Week 3 Discussion

Week 3 Discussion

I need main response of 250 words in 12 hours and then two replies of other student. I will attached the replies of other students later

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In your analyses of the Facebook case study, how social networking has evolved over time, and what role did social media play in this evolution? What were the key differences in business strategy between Facebook and MySpace social media platform? How social media impacted traditional communication and especially to nonverbal communication?  What are the key takeaways of the Facebook case study (at least 3)? Provide a descriptive example to support your point. Include concepts found in course materials, lectures, and outside articles. Follow APA format with in-text citations and references as appropriate.

Cenyue Wang 

RE: Week 3 Question


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Based on the case, the success of Facebook is using is formal that people won’t see each other. As the author said, the challenge of developing social networking software was to find ways of enhancing these high-level skills to make social exchanges even more effective (Wells & Winkler 2017). Social media plays the role of tools and platforms for sharing ideas, insights and experiences, and perspectives with each other. The more obvious difference between Facebook and myspace is that there is no restriction on who could join the MySpace, which means people with an email account could join and there are no privacy controls. Besides, the users of MySpace could DIY their look of pages to their liking.

The most effective way of social media impacted traditional communication is medium. With the increasing number of Internet users and mobile phone users, our lives have been lost in the world of new media. Now we no longer rely on the form of face-to-face communication, no longer need to communicate by letter, no longer subject to the constraints of time and space, as long as the Internet and other new media, people can communicate anytime and anywhere. On the other hand, social media is reducing the face-to-face interaction between people and people.

After reading case, the first takeaway is coming to my mind is advertisement was the most common source of revenue (Wells & Winkler 2017). Social media is changing the way we receive our messages (Hellriegel, 2009). Media through publishing the advertising on the website, which is a way of getting their own economic interests from advertisers. Second, instead of information being passed down from a source, the consumer is creating it (Hellriegel, 2009). The users are not satisfied with the News Feed, which is the way of invasion of privacy. Last but not least, social media is a “double-edged sword”, which has advantages and disadvantages. The emergence of social media based on the network provides a new way of information exchange for human beings. The rights of communicators are fully reflected. Information can be spread across regions and around the world in an instant. However, the content of communication will bring different social consequences due to the different political positions, values judgment, purpose, and motivation of communicators.



Hellriegel, O. (2009, May 6). The Influence of Social Media on Advertising. Retrieved from https://www.socialmediatoday.com/content/influence-social-media-advertising

Wells, J. R., & Winkler, C. A. (2017). Facebook fake news in the post-truth world.

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RE: Week 3 Question – An Dinh’s primary post


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Hi All,

How social networking has evolved over time, and what role did social media play in this evolution?

Social networking has remarkably grown over years, hugely impacted the way people interacted with each other, and created a new business model that was built on digital and social networking applications. Humans are well-regarded as “effective social networkers” who love to socialize and feel comfortable among a small group of up to 150 – 200 people in a traditional context (Wells, Winkler & Weinstock, 2019, p. 2 & p. 23). With the technology development and the evolution of social networking, it allowed human to reach out to more people, converse with different groups of people at the same time, or do things so-called socialization whenever and wherever they want regardless the limitation of locations, different time zones which used to be considered as “social failure” in the past. Therefore, there have been many start-up businesses leveraging the concept of social networking in order to bring users an exceptional networking experience through their social networking applications. For example, Microsoft was the pioneer with Microsoft’s Hotmail launched in 1996, followed by Tencent (QQ), LinkedIn, Skype, Google, and Facebook, just to name a few (Wells, Winkler & Weinstock, 2019). In this evolution, social media plays a prominent role as it brought in a new level of socialization to human beings, invented a new way for people to get socialized in order to enhance their networking experience. Social media also offers beyond what people could ever want for their social activities. For example, during the telephone era, people were one-to-one communication without being able to share their videos and photos. However, thanks to social media such as Skype, Facebook Messenger Video Call, or Whatsapp, they now could video call each other, inviting more people to join in and sharing video and photo footage. Those activities would help improve their social networks and help them effectively communicate with others through both verbal and non-verbal communications (e.g. body language, face expression embedded during the video call conversations).

What were the key differences in business strategy between Facebook and MySpace social media platform?

There were 3 key differences in business strategy between Facebook and MySpace. First, Facebook applied restrictions and privacy controls to users participating in the site; whereas, MySpace did not – “anyone with an email account could join”, and they could create a pseudonym profile to hide their personal identity (Wells, Winkler & Weinstock, 2019, p. 4). Second, Facebook set a default for all users to post same-sized and same-formatted photos; meanwhile, MySpace was flexible to allow them to customize photos to their liking and preference (Wells, Winkler & Weinstock, 2019, p. 4). Lastly, Facebook served as a platform to allow third-party developers to sell their apps to its users; in contrast, MySpace preferred to promote and sell apps developed by its team on its platform (Wells, Winkler & Weinstock, 2019, p. 5).

How social media impacted traditional communication and especially to nonverbal communication?

Social media has helped extend the boundary in socializing in traditional communication and impacted traditional communication in both a positive and negative way. According to Week 3’s lecture by Professor Tabeer, there is 7% of verbal communication and 93% of nonverbal communication (Northeastern, n.d.). Though social media comprises of written words (such as Facebook posts, Twitter tweets, messages), it is largely recognized as a form of non-verbal communication. The reason is that people tend to have their own perception to perceive a post by their own way, and it is based on various elements around a Facebook post or tweets; for example, the use of icons, memes, or depending on personal vs contextual settings to fully understand the whole meaning of the given message.

Social media may impact traditional communication in both a positive and negative way. Regarding positive impact, social media can enhance the quality of conversations and bring joys, excitement as well as multi-layered meaning in a conversation. For example, people tend to use funny memes and icons to represent what they want to express, instead of writing it down in words on social media. By doing that, they not only successfully conveyed their intended message, but they also express various non-verbal communication purposes to their networking friends such as “they are cool; they have a sense of humor”. However, on the other hand, social media may influence traditional communication in a negative way. As there is a lack of face-to-face communication, people are likely to hide their real emotions and express their message in an opposite way. Therefore, it is hard for others to effectively communicate with them to some extent. For example, according to Tardinaco (2012), she used a sad case of a conversation between a mom and a daughter via text messages to illustrate for a downside of social media. It seemed their conversation was completely fine when the daughter used happy icons and words to respond to her mother. However, on the opposite, she was depressed and wanted to hide her real emotions to prevent her mother from knowing she was about to suicide. This case was one of the worst scenarios happening when using social media in such circumstances, but it shows that people feel more comfortable communicating with others as it is easier for them to hide their real feelings and emotions.

What are the key takeaways of the Facebook case study (at least 3)?

There are 3 takeaways of the Facebook case study. First, Facebook operates its platform purely based on applying digital technology and inviting new tools/ devices to serve people’s needs and desire for socializing and curiosity, rather than a media company. It means Facebook has and is continuing to upgrade its services to fulfill its users’ expectation and experience. Facebook was founded in 2004 and was not the pioneer in the social media networking; however, with its perspective of bringing people together, offering a fully integrated service which its users can enjoy while surfing on its platform, and ensure to protect their privacy and personal information, Facebook has grown to be the most successful social media network in the world (Wells, Winkler & Weinstock, 2019, p. 18). Second, to make sure Facebook is sustainably growing and generating revenues, its business model is built on 2 main pillars including advertising and charges on suppliers; Facebook offers free customer subscription and eventually, it attracts a huge database to its site. In terms of advertising, Facebook uses algorithms to classify users’ interests based on their behavior and search perform then allowing advertised posts to feature on their personal pages. For example, during my conversation with my friends, if we were talking about cosmetics, then I would eventually see some cosmetics or fashion cloths advertisements featuring on my page. Similarly, Facebook allows third-party developers to develop and sell apps on its platform based on the same algorithms as mentioned above. Last but not least, as Facebook owns a huge client pool of more than 2.5 billion users around the world (Wells, Winkler & Weinstock, 2019, p. 1), Facebook aims to build its own empire and develop a full-service platform which can serve every single need of human social activities. Apart from running Facebook Dating and other services to fulfill its eco-system, Facebook announced to launch Libra, a cyber-currency (similar to Bitcoin), which serves as real money but instead of trading in a traditional setting, it is used and circulated in social networking. In summary, all of the above-mentioned takeaway from the Facebook case study shows that Facebook has applied science study about human’s need and desire of networking and socializing and go beyond what they have expected in order to fulfill their experience. Facebook, has helped broaden the way people used to communicate and bring the new whole experience to its users, mainly based on the non-verbal communication concept.



An Dinh


Northeastern University. (n.d.). Lecture of Professor Patty Goodman and Tabeer Abbas: Intercultural communication [Week 3]. Retrieved from https://northeastern.blackboard.com/

Tardanico, S. 2012. Is social media sabotaging real communication? Forbes. Retrieved from https://www.forbes.com/sites/susantardanico/2012/04/30/is-social-media-sabotaging-real-communication/#1e585c3b2b62

Wells, J. R., Winkler, C. A., & Weinstock, B. (2019). Facebook fake news in the post-truth world. Harvard Business Review.

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